Ron Burgundy chases dancers, heckles horse in Durango ads

'Anchorman' Ron Burgundy (played by Will Ferrell) has a few harsh words for a horse in a Dodge Durango ad. (Source: Dodge/YouTube)

(RNN) - He's a man. He's an Anchorman. He's also a Dodge man. And he wants to tell you all about this glove compartment.

In a cross-promotional effort, Chrysler teamed up with Will Ferrell's iconic character to publicize the Dodge Durango and the upcoming movie Anchorman 2: The Legend Continues. And nothing "stays classy" more than a man who will make fun of a horse (one horsepower) when standing next to a 360-horsepower sport-utility vehicle … in front of its own child, no less.

The effort, also aided by the team at Funny or Die, came up with as many as 70 ads - from six-second Vines to a 3-minute web film - from a two-day shoot. It's kind of a big deal.

In the TV and online spots released so far, the 1970s newscaster pitches the 2014 vehicle (that makes less sense than "60 percent of the time it works every time"). But he runs into a little trouble with some dancers …